AB Tasty

AB Tasty is an enterprise A/B testing and personalization platform, part of Wingify since 2026, with every contract quoted by sales rather than listed.

AB Tasty is an experimentation and personalization platform for enterprise web and ecommerce teams that want to prove a change works before every visitor sees it. One account covers client-side and server-side testing, feature releases, on-site personalization and product merchandising, so the same team can run a headline test and a category page rule without a second vendor. AB Tasty SAS is based in Paris and has been part of Wingify since the 2026 merger that brought it together with VWO. Clarins, Ulta, Samsonite, Club Med and USA Today are among the brands it names as customers. Web Experimentation runs A/B, split URL, multivariate, multi-page and A/A tests, built either in the no-code WYSIWYG editor or across the full stack on both client and server side. Results are read through a Bayesian statistics engine that reports gain probability and a median value, with sequential testing alerts to catch a weak variation early and Dynamic Allocation to move traffic toward the better variant while a test is still running. Feature Experimentation handles feature flags, gradual rollouts to a segment and a kill switch, with SDK support for web, mobile apps, IoT and single-page applications. Personalization builds experiences in the same visual editor, triggered at page load, first click or exit, with widgets such as social proof and urgency messages. E-Merchandising adds semantic AI site search, category strategies, Boost and Bury rules, Brand Affinity ranking and recommendation types including Frequently Bought Together and Similar Products. The platform fits enterprise retail, travel and media teams that already have traffic to split and a catalog worth merchandising. Product and engineering groups use the flags, CRO and marketing teams use the editor, and merchandisers use the ranking rules, which is the argument for buying the modules together. Segments can be built on behavior, location and interests, and audiences can be imported from a CDP or a data lake. The four modules are bought together on one contract and one login rather than as separate products, and the plan card carries the tier. In practice the work is a queue of tests on checkout, product and category pages, releases held behind a flag until the numbers look right, and personalized blocks for returning or high-intent shoppers. Experiences reach the site through a JavaScript tag or through the API, which is what suits a headless storefront. It sits beside a CDP or data lake for audience data and beside VWO, the sibling platform under the same owner. AB Tasty is built for teams whose revenue depends on what happens on the page, and who want the test, the release and the recommendation that follows to come from one platform.